Sainsbury's began selling non-food products from its website for the first time today in a bid to catch up with larger rivals Tesco and Asda.

The supermarket chain, Britain's third largest, said around 4,500 products would be available on the site, including kitchenware, soft furnishings, home electronics and furniture, with a further 3,500 to be added by September.

Sainsbury's trading director, Mike Coupe, said the move was part of the company's growth strategy centred on expanding beyond its core grocery offering.

The products will be both branded and own-brand, including the newly launched Tu Home range and items from Sony, Apple and Le Creuset, it said in a statement. Two-thirds of the items are not available instore.

Products will be distributed from Sainsbury's depot in Corby and through a network of suppliers.

Coupe said: "Today's launch further emphasises that non-food is key to Sainsbury's growth strategy for the future."

He said the supermarket could already deliver to 88% of households, and research showed its customers wanted to buy non-food items in addition to their weekly food shop.

"We believe this is the right time to build on the success of our existing online presence," he said.

Sainsbury's chief executive, Justin King, has come under pressure recently to increase profitability, despite being credited with turning round the once ailing business. The supermarket's margin's are around half those of rival Tesco, which added non-food items to its website in 2006.

Sainsbury's first started selling non-food items in its stores in 2003. It focused on soft furnishings, home and bathroom accessories, cookware and bedding, in addition to CDs, DVDs, books and toys.

Last May, King told shareholders that non-food items would go on sale online in 2010 as part of his growth strategy, but he has brought forward the deadline by at least six months.

Sainsbury's raised around £430m in June to accelerate its expansion, including adding 15% more selling space over the next two years, half of which is earmarked for non-food.